ING challenged us to change the perception of their free online current account - the Lion Account. At the time, it was perceived as a cold and anonymous product. They wanted us to turn it into a personalised service with a warm-hearted touch and feel.
We discovered that behind the ING Lion Account, 4.700 advisors were at your customer's service. We wanted to show this aspect literally and came up with a fun photo mosaic. We handpicked employees to present the Lion Account with a human face in the campaign's Internet banners and its website.
A unique employee generated campaign with these results:
* over 50 million impressions
* 69.306 clicks to the site
* CPC of € 2,19
* and a CTR of 0,14